Tesco’s Jack’s Private Brand With A British Accent

Tesco’s discount grocer, Jack’s launched in September 2018, with 80% of its products grown, reared or made in the United Kingdom. The retailer has rolled out more than 90 SKU’s in its eponymous private brand.

Uk based agency Cowan was appointed the strategic and design lead and worked collaboratively as part of a broader agency mix. The branding and package design created by the agency bring the British experience to life. Dairy products feature artwork reminiscent of historic railway posters, while the tea includes illustrations of the British countryside.

On ice cream, illustrations of deck chairs and seagulls conjure a nostalgic view of the British seaside, classic puddings such as lemon fool and trifle include line drawings that transport shoppers to the lost era of the eccentric inventor.

Jack’s premium products are realized with traditional premium cues: black, gold, highlighted specialty ingredients, type and aesthetics.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.